Vertical Search - challenges and opportunities

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    Vertical Search - challenges and opportunities - Presentation Transcript

    1. Graeme McCracken Chief Operating Officer, RB Search [email_address] Vertical Search: Challenges & Opportunities
    2. Search: A growing market!
      • Forrester predicted $34b by 2010, we believe it will be closer to double this with at least $11b in B2B
      • 59% of dollars migrating from other media budgets (print, web display ads, shopping directories, email, direct marketing, etc)
      • 35% of user sessions initiated by a query, making site search the most used application on a typical web site
      • B2B site search success rate is only 58%
      • 30% of visitors abandon a site with each failed query
      • Industry/Vertical search typically yields a 30 – 60% increase in page views per year – 50% from new customers
      “ What was the result of your online research?” Google most used in B2B markets
    3. The Fried Egg Model Addressed Market “ Bonus” audience
    4. It may feel safe….but for how long?
    5. Frogs are SO! hot
    6. Understand your market, content & search Researcher Domain queries Focused vocabulary Initial broad queries Refinement Queries in related domains
      • User Profiles:
      • Researchers
      • Buyers
      • Browsers
      • Researchers and buyers behave similarly, as they are both goal-oriented. The system need to be designed with their needs in mind
      • Browsers are ancillary and will benefit by proxy
      Browser Broad queries Generalize vocabulary Longer sessions Buyer Goal seeker Domain queries Focused vocabulary Specific queries Refinement Click-thrus Search Platform
      • Typical Searches:
      • Goal-oriented, precise
      • Multi-term with no conjunctives
      • Most likely to include category or solution domain terms
      • Refinement, sorting and filtering will be important aspects of the results UI
      • Users will rely heavily on system to “return the right thing” or to help them “find the right thing”
    7. The problem with search today
      • Precision
      • Mention vs. About
      • Noise & Spam
      • Recall
      • Breadth vs. Depth
      • Context & Semantics
      • Refinement
      • Navigation
      • Mindset & Intention
      • Impact
      • Searcher Frustration
      • Advertiser ROI
    8. The other problem with search – an inverse model The more relevant/targeted the advert….the less you pay
    9. RB Search
      • Technology Platform
      • Improve results and implement testing methodology
      • Develop UI and Usability competence
      • Continue to develop product
      Zibb on Demand 2. Build best in breed Vertical Search & Widgets for all RB websites Zibb.com & Zibbsearch.nl 1. Build best in breed B2B Search Engine
    10. What does search do for us? Millions of B2B Spec Sheets, Catalogs, Press Releases, White Papers Topic Taxonomy Content Indexing Product & Service Ontology Geographic Taxonomy Individual/ Position Over 2 billion B2B Web Pages, News & Blogs 3 million companies 220k Products/ Services Millions of Attendees & Exhibitors
      • Taxonomy links all B2B content together
      • Crawl – RB proprietary plus B2B web content
      • Aggregate Content – a holistic design principle
      • User Interface/Branding Architecture
      • Not one site, but a multitude & powers all 900 websites and more
      • Benefits: Answering B2B queries; Web /Blog plus site search; Adsense for Search; Traffic Cascade to RB sites/CPM & CPC Revenue
      B2B Web The Search Engine Company Taxonomy +5 million News Articles Multiple Repositories
    11. What is the Value to the Consumer? From… ...To Content Source All the Web/Site Specific Industry Specific Search Failure Rate > 50% < 5% Relevance Broad and Arbitrary Contextual & Explainable Interaction Pull Push & Pull Perception No Alternative Useful Disambiguation None Navigation Productivity Gather Links Analyze Information
    12. What is the Benefit to the Business? From… ...To Search Traffic (% of Total) 1% More than 10% Overall Traffic Impact Limited Source of Differentiation Revenue per Search $? $0.05 Standards None Scale & Advantage Search Roadmap Not a Priority Competitive Advantage Other Monetization NA Incremental Maintenance & Support Site Specific Centralized & Dedicated Sources: Outsell; Forrester
    13. Zibb – branded vertical search
    14. ZIbb – Better Answers by Market
    15. Zibb On Demand – Beyond Search ! Video & Part Search
      • 112 ive ZoD’s
      • +70 live with News Feeds, Related Items, Infusion
      • on sites that generate +50 million page impressions per month
      • driving 54% YOY increase in page impressions
      • Driven by 15 million ZoD/widget, 130 million queries and more than 2 million direct searches per month
      • Growing at +30% per month
    16. Domain Expertise – better answers
      • Content Type – the web is a medium, not a type of content!
      • Disambiguation – did you want news/product/blog/catalog, etc?
      • Market – you are special, so is the content within our index
      • Market specific, quality content – own your own index!
      • Taxonomy, Ontology, Folksonomy – describe your market
      • Answers, not questions – lotus car or lotus position
      • Aboutness
        • Everything you ever wanted to know ‘about’ …… but were afraid to ask!
        • A specific zone for all our specialised users
      • RB Search classifies all our content by multiple taxonomies by Topic, Product, Company, Geography, Individual/Job Position
      • Web 2.0?……………. no more like Web 3.0 (the Semantic Version)
      • ………………………………………………………… ..In short it is about Answers, not Questions!
    17. You may think I am decoupled…and you would be right! XML XML XML
    18. Raising the Sea Level – Reverse Thinking Yeserday Today 950 websites EDN Flight Variety Powder Bulk Solids ECN
    19. Not a silver bullet – you only get one of those!
    20. Then you get carried away
    21. Key takeaways
      • Search fundamentally changes the game – both for internal and external content – Google proves this
      • You can exploit this to do internal and external developments faster, cheaper and better
      • Always choose the best product for that specific purpose, do not make do! Even second best costs you money and more importantly time
      • It is not cheap…..but as an infrastructure and game changer it is very reasonable
      • Business models are challenging and you need to be nimble in order to exploit opportunities
      • Apply standards/taxonomies globally, do not try to standardise systems globally - its quicker, better and simpler
      • Decouple, decouple, decouple….keeps it simple to manage, fast to integrate and incredibly flexible
      • It can power far more than you would ever believe possible - it breaks the RDBMS rules and can make you agile
      • It’s about speed and aggression – that is what drives innovation
      • …… ..it is also a little frightening, as it breaks rules, challenges business and IT and liberates you
      • Questions

    + Andy BlackAndy Black, 2 years ago

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